haku: @author Rosenberg, K. / yhteensä: 2
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| Tekijä: | Blair, M. Rosenberg, K. |
| Otsikko: | Convergent findings increase our understanding of how advertising works |
| Lehti: | Journal of Advertising Research
1994 : MAY-JUN, VOL. 34:3, p. 35-45 |
| Asiasana: | ADVERTISING RESEARCH INFORMATION |
| Kieli: | eng |
| Tiivistelmä: | At an ARF workshop in 1991, Information Resources, Inc. (IRI) presented findings from its "How advertising Works" study, drawing upon the largest longitudinal database ever assembled of purchase behavior in a controlled television-advertising environment. It has been found that many of IRI's findings converge with those obtained over the years using rsc's advertising database. Areas of convergence include copytesting validity, the role of advertising weight, and increased buying rates among brand users. |
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